单选题
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To understand the marketing concept, it is only necessary to under stand the difference between marketing and selling. Not too many years ago, most industries concentrated primarily on the efficient production of goods, and then relied on "persuasive salesmanship" to move as much of these goods as possible. Such production and selling focuses on the needs. of the seller to produce goods and then convert them into money.
Marketing, on the other hand, focuses on the wants of consumers'. It begins with first analyzing the preferences and demands of consumers and then producing goods that w/Il satisfy them. This eye-on-the-consumer approach is known as the marketing concept, which simply means that instead of trying to sell whatever is easiest to produce or buy for resale, the makers and dealers first endeavor to find out what the consumer wants to buy and then go about making it available for purchase.
This concept does not imply that business is benevolent or that consumer satisfaction is given priority over profit in a company. There are al ways two sides to every business transaction-the firm and the customer
and each must be satisfied before trade occurs. Successful merchants and producers, however, recognize that the surest route to profit is through understanding and catering to customers. A striking example of tile importance of catering to the consumer presented itself in mid-1985, when Coca Cola changed the flavor of its drink. Tile non-acceptance of the new flavor by a significant portion of the public brought about a prompt restoration of the Classic Coke, which was then marketed alongside the new. King Customer ruled!

单选题 The marketing concept discussed in the passage is, in essence,______.
【正确答案】 C
【答案解析】根据文章第二段第—句"Marketing，on the other hand，focuses on the wants of consumers．”和第三句“This eye-on the-consumer approach is known as the marketing concept．．．”，可以推知[C]为正确答案。
单选题 What was the main concern of industrialists before the marketing concept was widely accepted?
【正确答案】 B
【答案解析】根据文章第一段第二句"Not too many years ago，most industries concentrated primarily on the efficient production of goods，and then relied on‘persuasive salesmanship’to move as much of these goods as possible．”，可知正确答案是[B]。
单选题 What does the restoration of the Classic Coke best illustrate?
【正确答案】 D
【答案解析】根据文章第三段倒数第三句“A striking example of the importance of catering to the consumer presented itself in mid-1985， when Coca Cola changed the flavor of its drink．”，可知后面所列举的可门可乐的例子是为了证明生产者以消费者为重心的重要性，故[D]为正确答案。此题的关键是弄明白cater to意为“迎合……的需要”。
单选题 In discussing the marketing concept, the author focuses on______.
【正确答案】 A
【答案解析】文章第一段介绍了“市场营销”概念普及之前的情况：生产厂商只关心生产效率和产品销售；第二段介绍了市场营销的概念及其特点；第三段进一步分析巾场概念的特征并举例说明。可见文章主要是围绕市场营销的特征来说明的。故[A]为正确答案。